Marketers Should Gobble Up Data in NPD's Eating Study

DDI: 90/100

Media Reach: 10
Sample Frame: 10
Interview Bias: 9
Chronology of Interviews: 9
How do the media interpret the results: 9
How do the media present the results to the public: 9
PR factor: 9
Public perception: 10
Weighting of data: 8
Sponsored survey: 7

Now in its 19th year, NPD's study of America's attitudes toward weight and eating habits continues to appeal to mainstream media and consumers alike. In the days ahead, expect a media onslaught, including many sound bites of NPD's President hawking this study and a few sparkling factoids that can sell it -- this year, it's the sudden change in opinion that "thin is in."

Nonetheless, we've poured through reams of articles on the survey, some well-written like the Washington Times piece linked here, and cannot discourage marketers from absorbing its findings wholeheartedly. Good tracking studies such as these are, especially on a topic that directly affects consumption of a multitude of products, from apparel to foodstuff.

Dig in!